지역축제 참여자간의 행동의도와 만족도 비교연구

A Comparative Study on Satisfaction of Participants in Local Festival: Focused on 2008 Gyeongju Festival Traditional Wine & Rice Cakes

The purpose of this study was to examine different characteristics and satisfactions through analysis of differences to see how different were the festival events' satisfaction factors that affect overall satisfaction and behavioral intention of the local festivals between local residents and visitors. Other purposes of the study were to plan local specific festival strategies based on afore-mentioned analysis results and to suggest recommendations to each type of the participants, who were comprised of local residents and visitors from other areas, in the local festivals. Questionnaire survey was conducted for 400 visitors, who participated in 2008 Gyeongju Festival of Korean Traditional Wines and Rice Cakes, during the period from the 19th of April in 2008 to 26th of April. 398 questionnaires of 400 distributed were collected, 373 questionnaires were used for the analysis excluding insincere ones. Collected data were statistically analyzed using SPSS 12.0 for Windows, after the process of data coding. Frequency analysis, reliability analysis, factor analysis, t-test, multiple regression analysis and regression analysis were performed.